Rational

Rational

The character I designed was for the company jelly belly. My initial designs looked at seals and walruses because the bean like shape but after consideration an animal native to the country the company started in seemed more appropriate. I therefore chose chipmunks for their cuteness as the brand primarily appeals to children, the roundness of it’s for and the way it cheeks expand to fit food in it’s mouth. I initially also looked at making the character look refined by dressing it in a suit but this however proved to look too formal and therefore the idea was changed to a bow tie. For the colour scheme I changed it to primarily red as that is the company’s primary colour and while yellow is used as a secondary in the logo it did not fit well with the character and so green was used to contrast and make it stand out. The character was designed to look round so be closer to a bean shape but because surgery foods fit well with energy and movement the character could not be too static it still had to retain some movement. It was designed to be cheerful with bright colours to appeal primarily to children but not so childish as to be rejected by adults as they are gourmet jelly beans which are often enjoyed by people of all ages.